ADI: We’re All Going On A Summer Holiday
Europeans heading off on holiday this summer can get the biggest bargains by booking early, or by looking at alternative to the usual sun and sand of the Mediterranean, according to Adobe Digital Index
European holidaymakers will be spending more on their summer holidays and city breaks in 2016, according to the latest report from Adobe Digital Index (ADI), released today.
Summer online travel bookings are set to rise by 6.8% year on year, with a total spend of almost €67billion on hotels and flights this June, July and August. And European spend on their holidays is growing faster than the US.
If Europeans are after a bargain, the best time to book a cheap flight is between 42-52 days before your planned departure, with 48 days being the sweet spot when it comes to getting the best deals. Unsurprisingly, flight costs rise by an average of 27% in the seven days prior to departure for flights both within and outside of the EU.
Booking your hotels at the same time as your flights will also guarantee travellers the keenest prices, although the closer you get to your departure date the more likely you are to pick up cancellation bargains, but ideally holidaymakers should start checking hotel prices 30-50 days before they plan to travel, to ensure they get the biggest discounts.
Although half of European travellers seek sun and beaches when they go on vacation, according to the European Commission, city breaks are still incredibly popular holiday destinations, and they are happy to pay a premium to stay in their favourite cities. For holidays in London or Edinburgh, travellers will pay an average premium of 17% for a hotel room. While for those who want to visit Germany’s capital city Berlin, or visit the Oktoberfest in Munich, they will pay on average an extra 24%. However, the draw of these popular destinations seems to massively outweigh the cost, as Europeans are 8.3 times more likely to book popular city destinations than other cheaper (or less fashionable) alternatives.
When it comes to city breaks London has three of the top attractions for European travellers. Big Ben, the Tower of London, and their number one destination in the world, Buckingham Palace, are all in the top 10 places to visit when it comes to mentions on social media. Other top European attractions include the Louvre, Arc De Triomphe and the Eiffel Tower in Paris, the Colosseum in Rome, and the Acropolis in Athens.
For those travellers looking for a bargain, Slovakia, Poland, Ireland or the Baltic States offer something a little different for the more adventurous traveller. German travellers get the best deals when it comes to flying to these destinations, with an average of just under €72 per flight. While UK travellers pay a slight premium, with an average of €85 for flights to the likes of Bratislava, Dublin or Krakow.
Last minute holidays to Mediterranean are not only a huge attraction for Europeans looking for a bit of sun and sand, it also offers the lowest premiums when it comes to late bookings. Holidaymakers will only pay a 19% premium when buying tickets a week before flying, while flights to Spain only increase by 23%. In comparison a last minute flight to Germany comes with a hefty 55% premium.
“For Europeans looking to go on holiday, staying within the EU will offer the greatest discounts for flights,” Adam Lloyd, Senior Analyst at Adobe Digital Index says. “And for those that put off planning but still need a holiday, or might not have a huge budget for travel, there are cheaper alternatives that still may be able to be booked.”
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